W. Chan Kim and Renee Mauborgne, authors of the bestseller "Blue Ocean Strategy" in this book reveal the results of a survey of 108 companies addressing the launch of new activities.
It appears that the actual launch of new activities, as opposed to simple extensions of existing product lines, accounted for only 14% of the total number of launches and did not result in more than 38% of turnover of these companies.
However, these new activities generated 61% profit!
Conclusion: should it run out into the ocean or red arm themselves with courage and dive into the deep blue?
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